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Page history last edited by PBworks 16 years, 6 months ago

Trust, truth, transparency:

Corporate Relations in the Web 2.0 world

Leeds Metropolitan University Lecture, 20 November 2006

First thoughts: new media and YOU

"My belief is that ... the axis of communication has swung through 90 degrees - it is not what we say about ourselves that matters but how good we are at influencing the conversation that swirls around us, our products and our services."

Source: Philip Young, University of Sunderland

"The use of communication technology is ubiquitous in contemporary public relations practice, and often there's no choice but to adopt the newest communication technology."

Source: The Professional Bond - Public Relations Education and Practice, November 2006

Monday 6 November 2006

Hi Richard,

I head up the digital division of Brahm and have worked recently with Jasmine Headley (Leeds Met PR graduate, class of 2006), and was very impressed with her level of digital knowledge and hoped you might have more people like her who you could recommend. We are currently looking to employ a new content assistant. It will involve creating content, identifying keywords, producing content structures for sites, researching content, rewriting content, writing blogs. They will be working alongside our content editor who will be able to train and guide them along. They need to have a proactive inquisitive nature, an eye for detail and an interest in all things digital, as well as being a good writer.

If you think you could help I would be very grateful – they don’t need to be a student however it is a junior role and therefore the pay would reflect this. There is obviously massive opportunities to develop and be promoted.

Thanks

Thea Mallett

BRAHM DIGITAL

Success story: Alex Pullin (PR graduate 2006) now at LEWIS PR

How did we get here?

- Electronic media is not new: Reuters, 1850s; BBC Radio, 1920s; BBC TV 1930s

- Have you visited the new Experience TV gallery in Bradford?

- Digital media (ie computer-coded data) is new

- All PR is ePR (ie we use telephones, email); what's new is social media

- Core internet technologies date from 1960s (eg hypertext; ARPAnet)

- World Wide Web dates from 1989-1990, invented by Tim Berners-Lee

- Key technologies: HyperText Tranfer Protocol (HTTP), HyperText Markup Language (HTML)

- Key concept: Google PageRank

- Key text: The Cluetrain Manifesto - 'markets are conversations'

- Latest development: the semantic web (Wikipedia entry)

Three phases of the web

1. The age of Surf (eg Yahoo web directory)

2. The age of Search (eg Google)

3. The age of Syndication (eg RSS, Internet Explorer 7)

Source: Scoble and Israel

Two models of web publishing

Web 1.0	Web 2.0
Publishing	Participation
Stickiness	Syndication
Brochureware	Blogs
Content management systems	Wikis
Britannica Online	Wikipedia
Directories	Tagging
Domain name speculation	Search engine optimisation
Netscape	Google

Source: O'Reilly What is Web 2.0?

Two models of public relations

PR 1.0	PR 2.0
Media relations	Stakeholder communications
Awareness	Acceptance
Tomorrow's headlines	Sustainable success
Product promotion	Discussion of issues, trends
Mass targeting	Micro targeting
Press clippings analysis	Attitudinal research
Persuasion	Conversation